Simplot has entered the $197.6m Asian shelf stable retail category, launching its Five Tastes range of meal kits, cooking sauces and pastes.
Tara Lordsmith, general manager marketing at Simplot, said the brand is trying to make a name for itself in the very crowded Asian home-cooking category.
"Our research told us that people are keen to cook Asian cuisine at home but find the Asian aisle confusing with so many unfamiliar brands," she said.
"It's highly fragmented with the top 30 percent of the category held by 10 different brands, so we identified an opportunity to take leadership with a distinctive, modern new brand."
Five Tastes is the first ever new-to-market brand launched by Simplot which owns brands including Birds Eye, Leggo's, John West, I&J, Edgell and Chiko.
The range comprises classic Asian favourites such as Pad Thai, Green Curry, Red Curry and Laksa.
David White, Five Tastes executive chef, said the range simplifies Asian cooking for home cooks.
"It’s one thing to experience Asian cuisine fresh from a street vendor in Asia, but it’s another thing to recreate that experience at home," he said.
"Achieving that balance of flavours has traditionally required precision, generations of knowledge, extensive preparation and exotic ingredients. With the Five Tastes range we have done all of that for you so you can create easy, cook-at-home Asian meals that are clean, fresh and bursting with flavour."
The brand will be launched via a heavy social media campaign as well as TV, print and online.
The launch of Five Tastes must come as a welcome distraction for Simplot staff, with the food manufacturer earlier this month announcing it may have to close two of its plants.
Simplot issued a statement in early June stating that the plants – located in Bathurst, NSW and Devonport, Tasmania – are currently not competitive because of the rise of cheaper imported products, which is only exacerbated by the high Australian dollar.